With just under two months before the whistle blows on the opening Fifa World Cup clash between Mexico and Bafana Bafana, Lego’s collaboration with football’s governing body positions the brand alongside toy giants increasingly tying products to cultural and sporting events.
Excitement is building over Bafana Bafana’s participation in the World Cup.
Bafana Bafana
Bafana Bafana have appeared in the Fifa World Cup three times: 1998 (first appearance, eliminated in the group stage), 2002 (group stage exit), and 2010 (hosts, eliminated in the group stage despite beating France).
The 2010 tournament remains South Africa’s most memorable World Cup experience.
Toys
As excitement grows for the tournament, Mattel has leaned into Barbie’s global branding push, Hasbro continues to anchor on Marvel and Star Wars, and Funko thrives on pop-culture collectables.
Lego’s football sets, particularly the 1:1 replica World Cup trophy, signal a strategic move to capture both sports fandom and the collectables market, bridging play and prestige.
The timing is notable, with the Fifa World Cup 2026 hosted across the United States (US), Canada, and Mexico, unfolding against a politically charged backdrop in the US.
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Lego
With immigration, trade, and cultural identity dominating discourse, the World Cup-and by extension Lego’s tie-in-becomes more than just play. Ahead of the tournament, Lego will unveil a portfolio celebrating football’s biggest stage.
Signature sets include a 1:1 replica of the World Cup Trophy (2 842 pieces) and a near-life-size Lego football (1 498 pieces).
Roberto Carlos, who won the Fifa World Cup for Brazil in 2002, said: “This isn’t just about building a trophy; it’s about sharing the love of football with family and friends.”
Politics
Lego’s World Cup partnership is part of a broader toy industry trend: anchoring products to cultural milestones.
While Mattel, Hasbro, and Funko lean on entertainment IP, Lego is betting on sport as a universal language.
In the US, where politics will frame the World Cup, Lego’s apolitical stance may prove a strength, offering joy and unity in a divided climate.
The World Cup Trophy retails for R3 190, and a near-life-size Lego football for R2 399.
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